About 200 tanning salon professionals – many new to the industry – recently enjoyed the fourth annual East Coast Tanning Expo.
Hosted by JK-North America, the event began with an opening address by Jerry Deveney,JK-North America Executive Director of Sales. He was followed by Brynn Scarbrough, JK-NA Director of Business Development, who discussed the Ergoline SUN ANGEL and Body IQ lotions, and the keynote address by Steve Holt (Steve Holt Consulting), who shared effective social media strategies. “It was a pleasure seeing many familiar faces, and we were pleasantly surprised by the number of people who had just opened or were in the process of opening their salons,” said Nina Neuschuetz, JK-North America Director of Marketing. “This tells us that the industry is still thriving and attracting new people!”
For Tina and Joe Barressi, owners of Revere Tanning based in Revere, MA, the Expo was a good way to see new lotions and tanning equipment. “Although we’re not ready to replace any of our units right now, we always like looking at new tanning technology because we like to keep our options open for future development,” said Tina. “We were particularly impressed with Ergoline’s Sun Select 52 and its process that allows tanners to customize their tanning level.” The Sun Select 48 was joined on the tradeshow floor by Ergoline’s new SUNSTYLE sunless booth and SUN ANGEL S52 Duo sunbed.
The Expert Q&A session allowed attendees to gain knowledge from the panelists’ experience. The session was moderated by Jerry Deveney, and featured Dean Albanese (Exotic Tans), Debbie Burns (Island Sun Tanning), Jamie Carey (Island Sun Tanning) and Gary Strong (Sizzle Tanning). “Many attendees wanted to know about proven marketing strategies, session pricing strategies and how to attract and retain people with EFT memberships,” said Jerry. “One of the many suggestions they received was creating a ‘Free Guest Pass’ for VIP memberships that allows members to bring a guest for a session in a level-1 bed. Sooner or later, that guest will become a client so they can use the upgrade equipment.”
Knowledge wasn’t the only thing Expo attendees took home – tens of thousands of dollars in prizes were given away by the vendors. The Grand Prize – an Ergoline Flair 32/1 sunbed valued at $12,050 – went to Annette Jacquemin of Almost Paradise Tanning in Torrington, CT.
Nina Neuschuetz says the fourth annual East Coast Expo was a success, and the company plans to return to Connecticut next year. “Everyone at JK-North America wishes to thank our co-sponsors – Australian Gold, California Tan, Designer Skin, Devoted Creations, Light Sources and Swedish Beauty,” she said. “We also thank the many exhibitors and salon attendees who helped make this a rewarding and memorable East Coast Tanning Expo.”
A 14-year industry veteran, John "Ribby" Ribner has written hundreds of
articles for IST Magazine and, as Director of Editorial Content, has also
helped guide the publication's evolution. Ribby is a graduate of Central
Michigan University's journalism program and has brought many years of newspaper reporting experience to his position of Head Writer. He is also the author of three novels, "Legacy of the Bear," "Prophecy of the Bear" and "World So Dark."
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